Telos was responsible for the complete branding of Franc Essential, from the name and subsequent product labels to the ongoing marketing.
Franc. This words literal translation from French to English is ‘candid’. However, the English word ‘frank’, spelt with a ‘k’ has a similar meaning, therefore supporting and re-enforcing the desired ideas and connotations. Franc is made up from two syllables making it a name that is easily spoken and recalled. When spoken it sounds masculine, yet appears visually feminine; packaged products are greatly influenced by their on-shelf look and feel. Pronounced “Frank” there is no mistaking the words origin as it falls one letter short of the word France. There is a link to the word fragrance and frankincense, making it a word that stimulates all the senses.